Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World(Que Biz-Tech)

Distill Maximum Value from Your Digital Data! Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize—because you can’t measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem “Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.” — Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

Table of Contents:
Foreword    xiv Chapter 1  Understanding the Synergetic Digital Ecosystem    1 The Evolution of the Digital Ecosystem    2 Data Growth Trends    3 Digital Media Types    4    Paid Media    6    Owned Media    9 Competitive Intelligence    10 Clickstream (Web Analytics)    11 Conversion Analytics    12 Custom Segmentation    13 Visual Overlays    13 Social Media Reporting    13 User Experience Feedback    15 Real-Time Site Analytics    15 Chapter 2  Understanding Digital Analytics Concepts    17 Starting at the Top    18 Applying a Measurement Framework    19 Determining Your Owned and Earned Social Metrics    20 Demystifying Web Data    32 Digital Advertising Concepts    34 Searching for the Right Metrics    35    Paid Search    36    Organic Searches    37 Aligning Digital and Traditional Analytics    38 Primary Research    39 Traditional Media Monitoring    40 Traditional CRM Data    40 Bringing It All Together    41    The Reporting Timeline    41    The Reporting Template    41 Chapter 3  Choosing Your Analytics Tools    43 Evaluating New Marketing Technologies    44 Organizing Your Marketing Technology Stack    47    Cisco’s Marketing Technology Stack    48    Intel’s Marketing Technology Stack    49 Identifying Critical Marketing Technology Solutions    51 Who Decides Which Tool to Buy?    54 Achieving Adoption of Marketing Technology Solutions    54 Chapter 4  Digital Analysis: Brand    59 Benefits of Digital Brand Analysis    60 Brand Analysis in the Digital Age    61 Brand Share    62 Brand Audience    68 Brand and Consumer Alignment    71 The Future of Digital Brand Analysis    73 Chapter 5  Digital Analysis: Audience    75 What Is Audience Analysis?    78 Audience Analysis Use Cases    80    Digital Strategy Development    80    Content Strategy Development    81    Engagement Strategy    81    Search Engine Optimization    82    Content Optimization    82    User Experience Design    82    Audience Segmentation    83 Audience Analysis Tool Types    83 Additional Audience Analysis Techniques    89 Conversation Typing    90 Event Triggers    92 Chapter 6  Digital Analysis: Ecosystem    93 Ecosystem Analysis    94 Ecosystem Analysis Outputs    97 Digital Ecosystem Maps    98 Chapter 7  Return on Investment    99 Defining ROI    100    Return on Engagement (ROE)    101    Return on Influence    102    Return on Experience    104 Properly Tracking ROI    105    Understanding the Top-Down Revenue Measurement Approaches    106    Utilizing Bottom-Up Measurement Models    108 Three-Tiered Approach to Measuring Digital Marketing Effectiveness    112 Chapter 8  Understanding Digital Influence    115 Understanding the Reality of Digital Influence    117    The “Tipping Point” Phenomenon    117    The Community Rules Phenomenon    118 Developing a Modern-Day Media List    119 Using the Tools of the Trade    121    Klout    122    Other Important Influencer Analysis Tools    124    Developing Your Own Influence Approach    126 Online Versus Offline Influence    127 Using the Influencer List    128 Chapter 9  How to Use Digital Analytics to Inform Marketing Programs    131 Understanding the Social Media Landscape Analysis    133 Search and Owned Analysis    139 Conducting Media Analysis    141 Chapter 10  Improving Customer Service    145 Customer Expectations    146 The Social Customer Service Conflict    148    Understanding the Customer    151    Understanding Customer Intent    152    Personalizing the Customer Experience    152 Social Customer Service Models    153    The Ad Hoc Stage of Customer Service    153    The Limited Stage of Customer Service    153    The Formal Stage of Customer Service    153    Delta Air Lines    154 Chapter 11  Using Digital Analytics to Anticipate a Crisis    157 Developing a Modern-Day Issues Management Plan    158 Identifying Known Issues    160    Listing the Known Issues    160    Knowing the Share of Conversation Online    161    Profiling Pro and Con Influencers    163    Briefing and Getting to Know the Influencers    163    Placing the Right Content    163    Knowing the Positive and Negative Words    164    Tagging the Right Words    165 Crisis Day Monitoring and Ongoing Reporting    166    Dealing with the Issue Hitting    166    Developing Your Content Plan    167    Developing Your Reporting Plan and Reporting Cadence    168    Reporting Frequency and Contents During a Crisis    169    Reporting Frequency and Contents After a Crisis    169 Correcting the History After a Crisis Is Over    171    Evaluating Your Preliminary Research    171    Identifying Key Third Parties and a Content Syndication Plan    172 Chapter 12  Launching a New Product    173 General Overview of the Product Lifecycle    174 The Product Lifecycle Introduction Phase    176    What Is the Consumer Reaction to Product X?    178    What Are the Consumer Concerns About Product X?    179    What Are the Consumer’s Unmet or Unstated Needs?    179 The Product Lifecycle Growth Phase    180    What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?    181    Who Are the Influencers in the Product X Conversation?    182    What Is the Consumer Reaction to Retail or Promotions for Product X?    183 The Product Lifecycle Maturity Phase    184    What Consumer Trends and Preferences Have Emerged Around Product X Use?    186    What Related Products Do Consumers Show Interest In?    186 Chapter 13  Building Your Research Plan    189 Developing Your Source List    190    Identifying Data Sources    191    Picking the Channels for Analysis    193    Identifying Search and Source Languages    195 Nailing Down the Research Methods    196    Developing a Hypothesis    197    Time Frame for Analysis    199    Identifying the Project Team    200    Determining the Depth of Analysis    201    Building the Coding Framework    202    Taking a Sentiment Approach    203    Filtering Spam and Bots    204 Chapter 14  Building Reports that Will Actually Be Useful    207 Constructing Reports    208 Delivering a Report    215 Understanding Report Use Cases    216    The Executive-Level Use Case    217    The Management-Level Use Case    218    The Analyst-Level Use Case    219 Building a Central Repository of Information    220    Command Centers    221    Web-Based Applications    222 Chapter 15  The Future of Digital Data    223 Watching How the Digital Analytics Disciplines Evolve    225    Looking Back at How Social Media Listening Has Evolved    226    Diving into Search Analytics    228    Looking into the Audience Analysis Crystal Ball    228    Forecasting the Content Analysis of the Future    229    Understanding the Influencer Analysis Landscape    230 Understanding Where Digital Analytics Goes from Here    231    Bridging the Analytics Talent Gap    232    Housing Your Customer Data    234    Continuing Consolidation of Data Sources Just as New Sources of Data Emerge    235    Dealing with Growing Concerns About Consumer Privacy    236    Making Social Data Become More Available to Brands    237    Continuing Struggle by Companies to Get Clean and Accurate Data    237    Continuing Measurement Challenges for Chief Marketing Officers (CMOs)    238    Scratching the Surface of Machine Learning and Artificial Intelligence    238 Index    243